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Rimmel’s fights cyberbullying with AI driven-tool

Rimmel
Rimmel

Rimmel is aiming to fight beauty cyberbullying with a new online tool driven by artificial intelligence called the Cybersmile Assistant.

The initiative aims to create a safe space for those bullied about their appearance through negative or abusive comments on their social media channels. It enables them to share their experience and find solutions, with the chatbot assistant recommending approved organizations, helplines and local resources.

The Coty-owned cosmetics brand created the tool as part of a long-term partnership with the Cybersmile Foundation, a non-profit aiming to end all forms of cyberbullying. It will live on the Cybersmile website from early 2019 in English, with additional language versions launching at a later date.

Sara Wolverson, vice president of global marketing at Rimmel, commented: “As a global beauty company, Coty wants to contribute solutions that can positively impact prejudice and discrimination that stand in the way of self-expression and to raise awareness to affect positive changes in behaviour.”

The activation is part of a larger initiative launched this week by Rimmel called #IWILLNOTBEDELETED, which aims to empower victims who would otherwise feel pressured to delete their social media accounts.

As part of this, the brand released a report together with Coty, which interviewed 11,000 young women across the ages 16-25 in 10 countries and identified that one in four had experienced beauty cyberbullying.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Diesel encourages fans to wear their hate with anti-bullying campaign

Nicky Minaj for Diesel "Ha(u)te Couture"
Nicky Minaj for Diesel “Ha(u)te Couture”

Diesel’s new campaign aims to take a bold stance against bullying with a message of empowerment, encouraging its fans to wear the hate that has been directed towards them.

Using a sarcastic tone which is the brand’s signature style, the campaign, titled “Ha(ute) Couture”, features a central message that says: “The more hate you wear the less you care.” The spirit of the concept is that the more someone exposes hate, the less power it has.  

“The main thing is not to hide. Hate comments are based on the fact that people are hiding themselves,” said Bruno Bertelli, global chief creative officer at Publicis Worldwide and chief executive of Publicis Italy, to Campaign. “If you keep [hate] inside, it grows and hurts and becomes bigger and bigger.”

The campaign features a cast of outspoken celebrities, such as rappers Nicky Minaj and Gucci Mane and actors Bella Thorne and Tommy Dorfman, wearing garments that feature some of the verbal abuse that has been directed at them. To celebrate the campaign, Minaj (whose slur is the “Bad Guy”) is also launching a capsule collection with the Italian brand.

From October 6, customers in-store will also have a chance to customize products with hateful comments which they have received themselves.

Speaking to WWD earlier this summer, Diesel founder Renzo Rosso said: “Diesel’s Haute Couture will be a bold message toward haters worldwide, and an invitation for everyone to step up, face and own the negative messages we receive every day.”

A portion of sale proceeds will go to the anti-bullying charity Only The Brave foundation, which is part of Diesel’s parent company, OTB Group.

Diesel’s brand identity has always incorporated pushing the boundaries of conformity, with playfulness and satire lying at the heart of its marketing strategy. Most recently, it collaborated with a cult Berlin kebab shop on an exclusive collection, while for SS18, it launched a Deisel store selling ‘fake’ goods in NYC’s Chinatown neighborhood.

Are you thinking innovatively enough about your brand messaging and collaborations? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

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Bloomingdale’s launches anti-bullying campaign with in-store activations

Bloomingdale's
Bloomingdale’s

Bloomingdale’s has teamed up with NGO Kind Campaign to launch an initiative to help end bullying among young girls. 

The week-long programme will see multiple activations happening across different store locations, including creative workshop stations and pledge walls. The American retailer worked with Kind Campaign to curate different activities, all of which aim to teach the importance of kindness and collaboration to young girls. 

One station, a pledge wall, will encourage children to write anti-bullying slogans, as well as share kind words and drawings, with the resulting murals being donated to local schools. The two remaining stations are more directly linked to Kind Campaign itself: one booth will invite children to build bracelets with empowering messages, while the other allows anyone interested in joining the organization to become an ambassador, or even start their own Kind Club in their local community.

Bloomingdale's x Kind Campaign merchandise
Bloomingdale’s x Kind Campaign merchandise

The collaboration also includes a capsule collection of t-shirts with uplifting slogans reading “Find Your Kind” and “Kindness is Magic”, with 10% of sale profits being donated to the NGO.

Kind Campaign, which is one of the country’s largest anti-bullying organizations, focuses solely on female bullying as it believes the majority of the behavior is related to verbal abuse, therefore requires a different approach to male bullying.

To learn about how kindness and accountability can help companies further innovate and tap into an engaged community, listen to TheCurrent Innovator’s episode featuring Louise TroenBumble’s SVP for international marketing and communications.

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.